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Polo Logotype

Polo Logotype

Rob Clarke
September 14, 2016
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I worked alongside Taxi Studio on the redesign of the Polo logotype with the aim of making the brand “stand out more on the shelf”.

The new design sees the logo changed to all-white with a green drop shadow, where the letters in the logo previously alternated between green and white.



The hand-drawn logo is based on the type used by the brand in the 1940s, and aims to link to the brand’s heritage and create a “modern, British classic”. Crisp lines have been used in the logo to reflect the shape of the mint itself, whereas before the logotype was soft and rounded.


I start most of my projects with a simple pencil and paper. Once I'm happy with the basic structure and form I quickly move to scanning it in to sort out spacing and draw up a few options. The final artwork is then redrawn and refined in Adobe Illustrator.

Working together with a team of talented designers often delivers the best results. People have reacted most favourably towards the rebrand, liking the clean simplicity, consistency of printing and stand-out presence… I guess in this case less is most definitely more.

Rob Clarke

I'm a British type designer and letterer based near London. I design logos and custom fonts both directly for clients and through collaboration with design and advertising agencies. I've worked on some of the world's largest brands including Air Asia, Dulux, Sainsbury’s, Tesco, Reckitt Benckiser, Cadbury and Capitol Records.

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